It's not surprising, but it is naive. There is very little marketing training or institutional knowledge (particularly in the tech sector) which leads to a natu

It's not surprising, but it is naive. There is very little marketing training or institutional knowledge (particularly in the tech sector) which leads to a natural bias to what is easiest to measure. Typically the stuff we would find easiest to measure has been called 'direct response' marketing, which is just one subset of marketing communications. Any credible marketer will be creating plans that balance both short term and long term advertising effects. The most up to date research on this: http://www.ipa.co.uk/page/The-Long-and-the-Short-of-It-publication#.Wo63ra5l-M8 http://www.ipa.co.uk/page/The-Long-and-the-Short-of-It-publi...